Navigating consumer ideologies amidst uncertainty

The escalating uncertainty of recent years has catalysed shifts in consumer ideologies and behaviours. In this perspective, uncertainty is a complex factor that deeply permeates consumer decision-making, influencing everything from brand loyalty to sustainable consumption. This permeation has led to the emergence of new consumer ideologies and consumption patterns, which are increasingly shaped by a web of interconnected social and digital ecosystems. The scope of these ideological shifts, as well as the modalities of their impact on both consumers and firms, serve as the focal points of this Special Issue of Micro & Macro Marketing on “Consumer Ideologies in Time of Uncertainty”. In this Guest Editorial, we synthetize the contributions to our Special Issue through a thematic interpretation of key explored areas, and outline future research directions, as well as practical applications, building on the authors' contributions, thus enriching the academic discourse and practical implications in this field.